From Tourist to Teammate: How Copenhagen Is Rethinking the Role of Visitors.
What if your next city break came with a broom—and a reward?
In a bold move that flips traditional destination marketing on its head, Copenhagen is showing the world that overtourism doesn’t need to be managed defensively. It can be transformed into a powerful force for good.
While many global cities are struggling to cope with the side effects of their own success. Think: rising visitor numbers, stressed infrastructure, frayed community ties. Copenhagen is choosing collaboration over restriction.
The Shift: From Consumer to Contributor
Instead of banning visitors from fragile zones, limiting Airbnb licenses, or capping cruise arrivals, the Danish capital is taking a participatory approach. Tourists are invited to co-own the city’s experience by joining in small civic tasks—from picking up litter to watering plants in community gardens.
In return?
Discounts at local businesses. Access to curated events. Street cred as a “Copenhagen Caretaker.”
The initiative is more than a feel-good campaign. It’s a deep reimagining of what it means to be a guest. And what cities can gain when they open up their story to be shaped by everyone who walks their streets.
Visit Copenhagen – CopenPay Official Page
Wonderful Copenhagen – "Copenhagen, All Inclusive" Strategy
Rethinking Place Branding: Welcome to the Participation Era
We often talk about place branding as a matter of visuals and slogans, digital strategy and storytelling. But this goes further. It redefines brand ownership.
Copenhagen is tapping into:
- Transformative Travel – where the journey changes the traveler and the place.
- Civic Tourism – positioning the city not as a product, but as a community you temporarily join.
- Behavior-Based Loyalty – creating bonds through shared action, not just experiences.
In other words: the story isn’t just told. It’s lived and co-written.
Lessons for Other Cities
Whether you’re marketing a historic town, a cultural capital, or an emerging destination, this model offers inspiration:
- Turn challenges into engagement opportunities. Crowds don’t have to mean chaos, if they’re offered purpose.
- Connect visitors to values. Aligning tourism with local sustainability goals makes the brand more authentic.
- Reward community-minded behavior. From digital badges to real perks, incentives can drive impact.
Why This Fits Map Your City’s Vision
At Map Your City, we believe a destination’s story is best told through its people. This includes not just locals and marketers, but travelers themselves. When cities invite visitors to take part in that story, not just consume it, something powerful happens: the map becomes more than a guide. It becomes a living, evolving narrative of place and purpose.
Final Thought
Copenhagen may be the case study. But the message is global:
The future of destination marketing is participatory, story-driven, and community-powered.
Are you ready to hand your visitors the keys?
Tell your stories beautifully – everywhere – with Map Your City.
Our mobile app, mapping & marketing tools will help you to connect with your community, engage with locals, businesses and visitors and tell your authentic stories everywhere.
